GLO-BUS中英文介绍.doc

GLO-BUS中英文介绍.doc Welcome to GLO-BUS. You and your co-managers are taking over the operation of a digital camera company that is in a neck-and-neck race for global market leadership, competing against rival digital camera companies run by other class members. All digital camera-makers presently have the same worldwide market share, although shares vary by company across the four market regions—Europe-Africa, Asia-Pacific, Latin America, and North America. Currently, your company is selling close to 800,000 entry-level cameras and 200,000 multi-featured cameras annually. Prior-year revenues were $206 million and net earnings were $20 million, equal to $2.00 per share of common stock. The company is in sound financial condition, is performing well, and its products are well-regarded by digital camera users. Your company’s board of directors has charged you and your co-managers with developing a winning competitive strategy—one that capitalizes on growing consumer interest in digital cameras, keeps the company in the ranks of the industry leaders, and boosts the company’s earnings year-after-year. Your first priority as a GLO-BUS participant should be to absorb the contents of this Participant’s Guide and get a firm grip on the procedures for participating in the exercise, the character of the digital camera market, and the cause-effect relationships that govern your company’s business. Then you will be ready to explore the software and start managing your assigned company. 欢迎总线。您和您的共同经理人接管数码相机的公司，在全球市场的GLO-BUS 领导地位的脖子和颈部比赛的运作，对竞争对手的数码相机其他类成员公司的竞 争。所有数码相机制造商目前具有相同的全球市场份额，虽然股不同地区，欧洲， 非洲，亚太，拉美，北美公司在四个市场。目前，公司每年销售接近万的入80 门级相机和多功能的相机。前一年的收入为亿美元，净盈余为万美2020620 元，相当于每股普通股美元。该公司是在良好的财务状况， 表 关于同志近三年现实表现材料材料类招标技术评分表图表与交易pdf视力表打印pdf用图表说话 pdf 现良好，其2.00 产品被视为数码相机用户。贵公司的董事董事会负责发展获胜的竞争战略，1 - 1 越来越多的数码相机消费者权益资本，您和您的合作，管理人员，保持行业领导 者的行列中的公司，并提高公司的盈利今年的后一年。 您的某巴士第一优先应该是来吸收这个参与者的指南“的内容和参与的运GLO- 动，数码相机市场的特点得到牢牢把握的程序，和的因果关系，执政的公司的业 务。那么你会愿意探讨软件和启动管理分配给您的公司。 How the GLO-BUS Exercise Works GLO-BUS is a PC-based exercise, modeled to reflect the real-world character of the globally competitive digital camera industry and structured so that you run a company in head-to-head competition against companies run by other class members. Company operations are patterned after those of actual digital camera enterprises. Cause-effect relationships and revenue-cost-profit relationships are based on sound business and economic principles. GLO-BUS puts you in a situation where you and your co-managers can apply what you have learned in business school and where you can be businesslike and logical in deciding what to do. Everything about your company and the industry environment you will operate in has been made as realistic as possible in order to provide you with a close-to-real-life managerial experience. 总线是一种基于的运动，为蓝本，以反映现实世界的全球竞争力GLO-BUSPC 的数码相机行业的字符和结构，使运行在头部到对其他类成员公司的竞争公司。 公司业务的图案后，实际的数码相机企业。良好的商业和经济的原则基础上的因 果关系和收入，成本，利润关系。的把你的情况，您和您的合作经 GLO-BUS 理可以申请你在商业学校学到的，在这里你可以决定做什么有条理和逻辑。关于 您的公司和行业的经营环境，你将一切都已经尽可能切合实际，为了提供一个贴 近现实生活的管理经验。 Each decision period in GLO-BUS represents a year. The first set of decisions you and your co-mangers will make is for Year 6. As soon as you get to the screens, you should view/print a copy of the Year 5 Company Operations Reports and review your company’s operating results. You and your co-managers will make decisions each period relating to the design and performance of the camera line (10 decisions), production operations and worker compensation (15 decisions), pricing and marketing (16 decisions), corporate social responsibility and citizenship (up to 6 decisions), and the financing of company operations (4 decisions). In addition, there is accounting and cost data to examine, import duties and exchange rate fluctuations to consider, and shareholder expectations to satisfy. Video Tutorials for each decision screen will help you get started. 总线的每个决定期限一年。第一组的决定，您和您的合作经理将是GLO-BUS6 年。只要你得到的画面，你应该查看打印一份年公司业务报告和审查公司的/5 经营业绩。你和你的经理会作出决定各个时期有关相机行(决定)，生产经10 营和工人赔偿(项决定)，定价和营销的设计和性能(项决定)，企业的1516 社会责任和公民(决定)，融资公司运作(项决定)。此外，还有会计和 64 成本数据的研究，考虑进口关税和汇率波动，以及股东期望满足。每个决定屏幕 上的视频教程将帮助您开始。 Complete results of each decision period, including a detailed assortment of industry and company statistics and competitive intelligence reports on the market activities of rival companies, become available online about 20 minutes after the deadline for each decision round. Information in the latest Company Operating Reports and two reports containing industry-wide statistics serve as the basis for meeting with your comanagers to agree upon any strategy changes and make a revised set of decisions for the upcoming period. 每个决定期限的完整的结果，包括详细分类的行业和公司的统计数据和竞争情报 报告，竞争对手公司的市场活动，成为网上提供约分钟后，每一轮的决定的20 最后期限。全行业统计信息，在最新的公司工作报告和两个报告作为为与您 会议同意后，任何战略的变化，并做出决定今后一个时期的一套订comanagers 正的基础上的。 The decision schedule developed by your instructor indicates the number of decision periods that you and your co-managers will be running the company. You should use the practice decision(s) to become familiar with the software, digest all the information provided on the screens and in the reports, and get a glimpse of what to expect before your management team’s decisions start to count. All of the decision screens and the report screens have Help buttons linked to detailed explanations of what the various numbers mean, descriptions of cause-effect relationships in some detail, and advice and guidance on what to think about—the Help sections and Video Tutorials will answer most every question you have. 决定你的老师开发的时间表，表示决定期间，您和您的合作经理公司将运行。你 应该使用的做法决定()，成为熟悉软件，消化在屏幕上，并在报告中提供的S 所有信息，得到什么样的期待您的管理团队的决策之前开始计数的一瞥。决定屏 幕和报告屏幕都有帮助按钮链接到各种数字意味着什么详细的解释，说明在一些 细节的因果关系，在想什么意见和指导帮助部分和视频教程回答每一个问题你 有。 Your Company’s Operations Your company began operations five years ago and maintains its headquarters in Taiwan. It assembles all of its cameras at a modern facility in Taiwan and ships them directly to camera retailers (multi-store chains that sell electronics products, local camera shops, and online electronics firms) located in Europe-Africa, Asia-Pacific, Latin America, and North America. The company maintains regional sales offices in Milan, Italy; Singapore; Sao Paulo, Brazil; and Toronto, Canada to handle the company’s sales and promotion efforts in each geographic region and help support the merchandising efforts of area retailers who stock the company’s brand. Retailers endeavor to maintain ample inventories of camera models in their own stores and warehouses to satisfy shopper demand. 贵公司五年前开始运作，并保持其在台湾的总部。它装配在台湾现代化的设施和 船只，他们直接到相机零售商(多连锁店销售电子产品，当地的照相机商店，网 上电子公司)位于欧洲，非洲，亚太，拉美，其所有相机和北美。该公司保持区 域销售办事处，在意大利米兰，新加坡，圣保罗圣保罗，巴西和加拿大多伦多，; 以处理该公司的销售和每个地理区域的推广力度，并帮助支持区域零售商谁股票 公司的品牌，销售的努力。零售商努力保持充足的库存，在自己的商店和仓库， 以满足顾客的需求的相机型号。 Seasonal Production and Seasonal Demand. Camera demand is seasonal, with about 20 percent of consumer demand coming in each of the first three quarters of each calendar year and 40 percent coming during the fourth-quarter holiday season. Retailers place orders for digital cameras roughly 90 days in advance of expected sales, so as to have ample numbers on hand to satisfy camera buyer demand in the upcoming quarter. Thus, during Quarter 1 they place orders for the cameras they expect to sell in Quarter 2; during Quarter 2 they place orders for the cameras they expect to sell in Quarter 3, during Quarter 3 they place orders for the cameras they expect to sell in the peak holiday season fourth quarter; and in Quarter 4 they order the number of cameras they expect to sell in Quarter 1 of the following year. The company assembles cameras within 30 days of the receipt of a retailer's order and ships them the day they are assembled; cameras assembled and shipped in one quarter are available for sales by camera retailers the following quarter. No camera models are assembled in advance, warehoused in company facilities, and then used to fill incoming retailer orders. Because retailer orders are highest in the third quarter of each year in preparation for fourth quarter peak sales, the company peak assembly period comes in Quarter 3. The seasonal pattern of camera assembly and retail sales is shown below: 季节性生产的季节性需求。相机的需求是季节性的，每一日历年的前三个季度， 每年约,的消费者的需求和,，在第四季度的假日季节的到来。大约204090 天的数码相机零售商提前预期销售订单，以手头上有充裕的数字相机买方需求， 以满足即将到来的季度。因此，在第一季度，他们的相机，他们期望在第二季度 销售订单在季，他们将在第三季的相机，他们期望在第三季度销售订单，他们;2 希望出售的相机，他们把订单第四季度的节日高峰，并在第四季度，他们订购的 相机，他们期望在次年季度销售数量。公司组装相机之日起天内收到零售130 商的订单和船舶他们他们组装的一天组装在一季度出货的相机是相机零售商的; 下个季度的销售额。没有提前聚集在相机型号，在公司设施入库，然后用来填充 传入的零售商订单。由于零售商的订单是在每年的第三季度最高为第四季度的销 售高峰作准备，该公司高峰大会期间将在第三季度。相机组装和零售销售的季节 性模式如下: Assembly and Shipping. The company has a staff of people engaged in new product R&D, engineering, and design; this group has the capability to develop new and improved camera models as directed by top management. Once co-managers settle on the desired specifications and performance features for the company’s line-up of camera models, the needed parts and components are obtained from suppliers having the capabilities to make deliveries to the company’s Taiwan assembly plant on a just-in-time basis. Cameras are assembled by four-person product assembly teams (PATs) at well-equipped workstations. Shipping department personnel ready retailers’ orders for shipment and stack them on the loading dock for pickup by independent freight carriers. The cameras are delivered anywhere from 3 days to 3 weeks later, depending on a retailer’s location and the means of transportation. The cost of boxing the cameras, packaging them for shipment, and freight averages $3 per camera. Many countries have import duties on cameras; import duties in each of the four geographic regions currently average $5 for entry-level cameras and $10 for multi-featured cameras. Import duties are subject to change in upcoming years. Competitive Efforts. To capitalize on advances in digital technology and keep its cameras appealing to consumers, the company from-time-to-time introduces new and improved models, adds performance features, restyles its camera bodies or housings, and upgrades the internal camera software. Aside from company efforts to make its cameras lines appealing and competitive with those of rival companies, the company’s sales volume and standing in the marketplace is affected by the prices at which it sells its cameras to retail dealers, advertising expenditures, the number of retail dealers it is able to attract to carry its brand, the number and length of quarterly promotions, the size of the price discounts offered to retailers during these promotions, the length of the warranty periods on its cameras, brand image and reputation, and the caliber of the technical support provided to its digital camera users. 装配和运输。 公司拥有一批从事新产品研发，工程，设计人的工作人员，这个集团有能力开发 新的和改进的相机型号，由高层管理人员的指示。一旦联合经理解决了所需的规 格和的阵容相机型号，的所需部件和组件公司的是从供应商的能力，以使只，1 在的时间交付该公司的台湾组装厂获得的性能特点基础。相机的组装产品组装四 人队装备精良的工作站()。航运部门的人员准备零售商，运输和堆放在PATS 装卸码头由独立的货运航空公司的皮卡订单。相机提供从天到个星期后，33 根据零售商的地理位置和运输手段。拳击包装装运的相机，和货运平均每摄像头 美元的成本。许多国家都对相机的进口关税四个地区目前的平均元的入门3;5 级相机和多功能的摄像头元，每年的进口关税。如有变更，在未来几年进口10 关税。 有竞争力的努力。为了充分利用数字技术的进步，并呼吁消费者保持相机，从时 间到时间该公司引入了新的和改进的车型，增加的性能特点，其机身或restyles 外壳，升级内部的摄像头软件。除了公司的努力，其相机行的吸引力和与对手公 司的竞争力，公司的销售量和站在市场是影响的价格时，销售其相机的零售经销 商，广告支出，零售经销商数目它是能够吸引来进行其品牌，每季优惠的数量和 长度，这些促销活动期间提供给零售商的价格折扣的大小，对相机的保修期的长 短，品牌形象和声誉，口径数码相机用户提供技术支持。 Stock Listings. The company’s stock is publicly traded on the NASDAQ exchange in the United States and on several other stock exchanges. The closing price in Year 5 was $30 per share. The company’s financial statements are prepared in accord with generally accepted accounting principles and are reported in U.S. dollars. The company’s financial accounting is in accord with the rules and regulations of all authorities where its stock is traded 股票上市。该公司的股票公开上市，在纳斯达克交易所在美国和其他几个交易所。 在年的收市价为每股美元。该公司的财务报表的编制符合一般公认会计原530 则和美元的报道。该公司的财务会计是一致的规则和所有当局在其股票上市交易 的法规 The Worldwide Market for Digital Cameras The industry your company competes in consists of 4, 8, or 12 companies, depending on class size and the number of co-managers assigned to each company. All companies begin the GLO-BUS exercise in fundamentally the same competitive market position—equal sales volume, global market share, revenues, profits, costs, product quality and performance, brand recognition, and so on. All companies are on an equal footing from a global perspective, but there is one essential difference in the competitive positions of rival companies—the percentage of cameras being sold in the four geographic regions (Europe-Africa, Asia-Pacific, Latin America, and North America) are not identical from company-to-company, as shown below: 贵公司的行业竞争，4，8，或取决于一流的规模和数量分配给每家公司的联合经理，12家 公司组成。所有的公司都开始在行使GLO-巴士基本上是相同的市场竞争力的位置是平等的 销量，全球市场份额，收入，利润，成本，产品质量和性能，品牌知名度，等等。所有公司 都从全球的角度上的平等，但在四个地区(欧洲，非洲，亚太，拉美，出售相机的百分比对 手公司的竞争地位，有一个本质的区别北美)从公司到公司不相同，如下所示 In effect, each company presently has a strong market position in one region, intermediate market positions in two regions, and a weak market position in one region. So there are important market share differences among the companies in the industry within each geographic region of the world camera market. In upcoming years, company managers can undertake actions to alter their sales and market shares in all regions, opting to increase sales and share in some and to decrease sales and share in others. 实际上，每家公司目前拥有强大的市场地位，在一个地区在这两个地区的中间市 场地位，并在一个区域市场疲软的位置。因此，有间重要的市场份额在同行业中 的公司，在世界相机市场的每个地理区域的差异。在未来的几年中，公司经理可 以采取行动来改变他们的销售和市场份额，在所有地区，选择增加一些销售份额， 并减少在其他销售和共享。 Market Growth. The global market for digital cameras is reliably projected to grow 8-10% annually for the next five years (Years 6-10) and then to grow at a slower 4-6% annual rate during the following five years (Years 11-15). These projected growth rates apply to all four geographic regions and to both entry-level and multi-featured cameras. However, in any one year, the growth rate in each region can deviate from the 9% average for Years 6-10 and the 5% average for Years 11-15 by as much as 1% in either direction, with different size deviations for each region. The same goes for the projected growth rates for entry-level and multi-featured digital cameras. Hence, there’s an element of uncertainty surrounding just where within the 8-10% range and the 4-6% range the growth rate for a particular year will actually fall— for either a given geographic region or a particular type of camera. 市场的增长。全球数码相机市场的可靠预计每年,的增长在未来五年内8-10 (年)，然后在接下来的五年增长较慢的,的年增长率(年)。6-104-611-15 这些预测的增长率是适用于所有四个地理区域和入门级和功能多的相机。然而， 在任何一年，在各地区的增长速度，可以为年的,，平均为年,6-10911-155 的平均偏离多达,，在任何一个方向，不同尺寸的偏差每个区域。这同样适用1 于入门级和功能多的数码相机的预计增长率。因此，还有周围的地方的,8-10 的范围内的不确定性和,的范围内，某一年的增长率将实际上属于一个给定4-6 的地理区域或特定类型的相机中的一个元素。 Ratings of Digital Camera Performance and Quality. The World Digital Camera Federation, a well-respected affiliation of camera industry trade groups and camera experts, tests the performance and quality of the camera models of all competitors and assigns a performance-quality or P/Q rating of ? to five stars to each company’s entry-level camera line and multi-featured camera line. Currently, both the entry-level and multi-featured camera lines of all competitors have a 2? star P/Q rating. Spirited competition among rivals is, however, likely to result in different P/Q ratings in forthcoming years. 数码相机的性能和质量的评价。世界数码相机联合会，备受推崇的相机行业贸易 团体和相机专家的联系，测试的所有竞争对手的相机型号的性能和质量，并指派 一个半的性能，质量或的评级五颗星，每公司的入门级相机线和多功能的P / Q 摄像头线。目前，无论是入门级和所有竞争对手的多功能的摄像头线有个半星2 的评级。意气风发之间的对手竞争，但是，可能会导致不同的在未来P / QP/ Q 几年的评级。 Digital Camera Retailers. Worldwide, there are some 50,000 retailers of digital cameras scattered across the world—each of the four major geographic regions of the world market has 12,500 retailers, some of which are multi-store retail chains (100 per region), online electronics retailers (400 per region), and local camera shops (12,000 per region). Retailers with store locations that also sell cameras on their websites are not included in the online category. Multi-store chains account for the biggest percentage of entry-level camera sales, with online retailers second; local camera shops account for the biggest share of multifeatured digital camera sales, with online retailers second. Retail markups over the wholesale prices of digital camera-makers run 50% to 100%; thus an entry-level digital camera wholesaling for $160 could retail for $300 or more and a multi-featured cameras wholesaling for $360 might carry a retail list price of $700 plus. Such markups give retailers the latitude to put digital cameras on sale from time-to-time at 10% to 20% off regular price and still make a decent profit margin. Retailers typically carry anywhere from 2-4 brands of digital cameras and stock only certain models of the brands they do carry, but in all four geographic markets there are around 20 “full-line” camera retailers that stock most all brands and models. Chain-store retailers are drawn to carry the best-selling brands and mainly stock entry-level cameras. The makers of weak-selling camera brands have difficulty convincing major retail chains to devote display space to their models. Local camera shops and online retailers are, however, more amenable to stocking and promoting low-volume brands, especially those with above average P/Q ratings and respected brand images. stock most all brands and models. Chain-store retailers are drawn to carry the best-selling brands and mainly stock entry-level cameras. The makers of weak-selling camera brands have difficulty convincing major retail chains to devote display space to their models. Local camera shops and online retailers are, however, more amenable to stocking and promoting low-volume brands, especially those with above average P/Q ratings and respected brand images. 数码相机零售商。在世界范围内，有分散在零售商的数码相机大约的世50,000 界，每个世界市场上的四大地区有零售商，其中有一些是多店的连锁零12500 售企业(个地区)，网上电子零售商(每个区域)，和当地的相机店(每100400 个地区的)。零售商商店的位置，同时在其网站上出售的相机不包括在网12000 上的类别。多连锁店占比例最大的入门级相机与网上零售商的销售，第二，当地 的相机店与网上零售商第二，占最大份额多功能数码相机销售。的的批发价格， 零售加价数码相机的制造商运行,到,从而入门级数码相机批发50100;1$ 160 可零售价为或以上和多功能的相机批发可能携带零售清单价格$ 3001$ 3601 的多美元。这种标记给零售商的纬度，把数码相机销售，从时间到时间关700 闭正常价格在,至,，仍然有一份体面的利润率。零售商通常从品牌10202-4 的数码相机和股票只有某些型号的品牌，他们做进行随身携带，但在所有四个地 域市场，有大约“全线”相机零售商，大部分股票的所有品牌和型号。被吸20 引到连锁零售商进行最畅销的品牌和主要股票的入门级相机。弱畅销相机品牌的 制造商有困难，说服主要零售连锁店投入的展示空间，他们的模型。然而，当地 的相机商店和网上零售商，更适合放养和促进小批量的品牌，尤其是那些与上述 平均评分和推崇的品牌形象。股票最全的品牌和型号。被吸引到连锁零售P / Q 商进行最畅销的品牌和主要股票的入门级相机。弱畅销相机品牌的制造商有困 难，说服主要零售连锁店投入的展示空间，他们的模型。然而，当地的相机商店 和网上零售商，更适合放养和促进小批量的品牌，尤其是那些与上述平均P / Q 评分和推崇的品牌形象。 Local camera shops and online electronics retailers devote a much of their merchandising effort to multifeatured digital cameras because of their bigger profit margins. In the multi-featured camera segment, local camera shops enjoy an advantage over online retailers because many multi-featured camera shoppers prefer to “touch and try out” the functioning of the multi-featured cameras they are considering and seek out the opinions of camera-savvy personnel in local camera shops before finalizing their purchase. In choosing which brands of multi-featured cameras to carry and feature in their local ads, local camera shop owners put a fairly heavy weight on P/Q ratings, warranties, brand image, and the number, length, and price discounts of manufacturers’ promotional discounts. Online retailers use essentially the same criteria in deciding which multi-featured camera brands to give top-billing and search priority on their websites. 当地相机商店和网上电子零售商投入了很多他们的销售努力多功能数码相机因 为他们更大的利润。在多功能的摄像头段，享受当地的相机店比网上零售商的优 势，因为很多功能多相机的消费者喜欢“触摸和尝试”的运作，他们正在考虑的 多功能的相机，并寻求摄像头的意见精明的人员在当地的相机店才敲定他们的购 买。选择在当地的广告进行，并设有多功能的相机品牌，当地的相机店老板把P 的评级，担保，品牌形象，制造商的数量，长度和价格折扣相当重促销折扣。/ Q 网上零售商在决定多功能的相机品牌，争创一流的帐单和在其网站上的搜索优先 使用基本上相同的 标准 excel标准偏差excel标准偏差函数exl标准差函数国标检验抽样标准表免费下载红头文件格式标准下载 。 Digital Camera Buyers. Digital camera shoppers are generally quite knowledgeable; many do extensive Internet research to educate themselves about the features, performance, and prices of competing digital camera brands and models. The World Digital Camera Federation’s much publicized P/Q ratings are trusted by camera shoppers; its frequently-visited website has detailed information concerning the results of its performance tests and the basis for its P/Q ratings of each camera brand. Both camera makers and online electronics retailers have extensive information on their websites about currently available models; numerous websites and publications review new and improved camera models as they are introduced by manufacturers. The buyers of entry-level digital cameras are considerably more price sensitive than multi-featured camera buyers and many do comparison-shopping on price in selecting which brand to purchase. The purchasers of multi-featured cameras are much more particular about camera performance and picture quality. Many price-sensitive consumers shopping for their first digital camera are inclined to wait to make a purchase until electronics retailers have special sales promotions and offer entry-level camera models at sizable discounts off the regular retail price. It is common for camera retailers to also have special sales promotions for overstocked multi-featured models. 数码相机的买家。数码相机的消费者一般都相当丰富的知识许多做广泛的互联; 网研究教育本身的功能，性能和价格竞争的数码相机品牌和型号。世界数码相机 联邦广为宣传的评级信赖的相机的消费者，其经常访问网站的详细信息，P / Q 关于其性能测试的结果，其各品牌相机的评分的基础上。两个相机的网上P/Q 电子制造商和零售商有广泛的信息在其网站上对现有的模型，无数的网站和出版 物的审查，因为它们是由厂家推出的新的和改进的相机型号。入门级数码相机的 买家，有相当多的价格比功能多的摄像头的买家和许多在价格上做比较购物，在 选择购买哪一个品牌的敏感。多功能的相机的购买者特别是相机的性能和图像质 量更加关注。许多价格敏感的消费者购物为他们的第一台数码相机都倾向于等待 直到电子产品零售商有特殊优惠销售，并提供可观的折扣过正规的零售价在入门 级相机型号进行购买。这是常见的相机零售商也有专门的销售积压多功能的车型 优惠。 The Competitive Factors That Drive Market Share Competition among rival camera makers centers around 11 sales-determining factors: 1. How each company’s wholesale selling price (for both entry-level and multi-featured cameras) compares against the corresponding industry-wide average price in each geographic region. Other competitive factors being equal (P/Q rating, advertising, model selection, special promotions, and so on), the more a company's wholesale price in a geographic region exceeds the geographic industry average, the more that camera shoppers in that region will be inclined to shift their purchases to lower priced brands. Similarly, charging a wholesale price that is below the geographic market average raises a company’s potential for above-average units sales and market share unless the effects of a lower price are negated by a sub-par P/Q rating, comparatively few models for buyers to choose among, low advertising, fewer retailers carrying and displaying your brand of cameras, and other factors that matter to buyers. However, price is a much bigger factor in the entry-level segment than in the multi-featured segment; the users of multi-featured cameras are more concerned about picture quality and performance features than they are about price. Above-average prices for either entry-level or multi-featured cameras can be partially or wholly offset with a higher P/Q rating, increased advertising, more special promotions with attractive discounts off regular price, longer warranties, and so on. But the further a company's wholesale prices are above the industry average in a geographic market, the harder it is for a company to use non-price enticements to overcome rising buyer resistance to higher retail prices for its camera models. Likewise, the further a company’s wholesale price is below the industry average in a geographic region, the easier it becomes to offset disadvantages relating to lower P/Q ratings, shorter warranties, fewer models and so on. 对手相机制造商之间的竞争，围绕个销售决定因素:11 。每家公司的批发售价(入门级和功能多的相机)如何对相应的全行业的平均1 价格在每个地理区域比较。其他竞争因素是平等的(评级，广告，模型选P / Q 择，特别优惠，等等)，更公司的一个地理区域的批发价格超出的地理行业平均 水平，以上是在该地区的相机购物将是越多，倾向于转向购买价格较低的品牌。 同样，充电批发价格低于的地理市场平均提高了公司的高于平均水平的单位销1 售和市场份额的潜力，除非以较低的价格的影响是分杆评级，买家相对1P / Q 较少的模型否定之间进行选择，低的广告，零售商减少了携带相机显示您的品牌， 此事给买家的其他因素。然而，价格是在入门级市场的更大的因素比功能多段; 多功能的相机用户更关心的图像质量和性能特点有关，比他们对价格。无论是入 门级或多功能的相机价格高于平均水平，可以部分或全部抵消较高的的评P / Q 级，增加广告，关闭经常有吸引力的折扣价格，更长的保证，等特殊优惠。但进 一步的一家公司的批发价格是在地理市场的行业平均水平以上，就越难公司使用 非价格的诱惑，克服买方阻力上升到较高的零售价格，相机型号。同样，公司的 批发价格是低于行业平均水平在一个地理区域，就越容易抵消有关降低的P / Q 收视率，保证较短，较少的模型等缺点。 2. P/Q ratings. The vast majority of digital camera shoppers consider the widely-available and much publicized annual P/Q ratings complied by the World Digital Camera Federation to be a trusted measure of digital camera performance and quality. The WDCF ratings have 10 intervals, ranging from a low of ?star to a high of 5 stars. Separate P/Q ratings are developed for each company entry-level camera line and multi-featured camera line. Market research indicates that the P/Q ratings are generally the second or third most important factor in shaping consumers? choices of which entry-level camera brand to purchase; P/Q ratings tend to be the most important factor in the multi-featured segment. The WDCF P/Q ratings are based on an array of factors: (1) the quality of a camera抯 core components (image resolution as measured by the number of megapixels, size of the LCD display screen, and lens quality/zoom capabilities), (2) color quality of the pictures, (3) camera controls/menu software, (4) camera body ergonomics/durability, (5) accompanying camera accessories (such as capacity of flash memory card, rechargeable batteries, a plug-in battery-charger, and carrying case) (6) special utility features (flash operation, photo editing capability, media ports, and so on), (7) the number of models, (8) a company cumulative spending on new product R&D, engineering, and design, and (9) the amount a company spends on training its production assembly teams and the accuracy of its assembly methods. Greater numbers of models act to slightly weaken a company P/Q rating for its whole entry-level or multi-featured lineup because of increased opportunities for cross model inconsistencies in performance and assembly quality. 。评级。绝大多数的数码相机的消费者认为，广泛使用的多宣传一年一度2P / Q 的评分符合世界数码相机联合会是一个数码相机的性能和质量的信任措P / Q 施。评分有个间隔，从低,星到星的高不等。每家公司的入门级 WDCF105 相机线和多功能的摄像头线分开的评级。市场研究表明，的收视率P / QP / Q 一般都是在第二或第三个最重要的因素在塑造消费者,选择，其中入门级相机的 品牌购买评级往往是在功能多段最重要的因素。的评级是; P / Q P / QWDCF 基于一系列因素:()相机质量抯核心组成部分(图像分辨率的数百万像素，1 液晶显示屏的大小，镜片质量变焦能力衡量)()图片的色彩质量，()()/ 234 相机控制菜单软件，机身的人体工程学耐久性，()随附的相机配件(如容//5 量的闪存卡，充电电池，一个插件电池，充电器，和手提箱)()实用的功能6 (闪光操作，照片编辑功能，媒体端口，等等)，()的数量模型，()公781 司在新产品?,累计支出，工程，设计，()公司上训练其组装生产队和装配ð9 方法 快递客服问题件处理详细方法山木方法pdf计算方法pdf华与华方法下载八字理论方法下载 的准确性，花费的金额。更大数量的模式行事略有削弱公司的的评级，P / Q 因为其整体的入门级或多种功能的阵容为跨模型不一致，在性能和装配质量提高 的机会。 3. The number of special promotions each quarter. Special manufacturer promotions are of interest to retailers stocking the company’s models because they call attention to the brand, spur consumer interest and store traffic, and generally result in higher unit sales. 4. The length of the special quarterly promotions (in weeks). Longer promotion periods are generally welcome because promotions lasting only one or two days do not give many buyers a big enough window to squeeze in a shopping trip and make a purchase. 5. The size of the discounts off the regular wholesale price during these promotions. The size of the discounts off regular price is a key factor in determining the effectiveness of any special promotion. Special promotions involving sale prices of 15 or 20% off the regular price result in bigger gains in sales volume than promotions offering only 5 or 10% discounts. Retailers that are offered, say, a 15% discount off the regular wholesale price during special manufacturer’s promotions can be counted on to pass the savings along to consumers in the form of corresponding sale prices of 15% off the regular retail price. Promotional discounts off regular price spur purchases from price-conscious shoppers. 。每个季度的特殊优惠。专业生产厂家促销放养公司的模式的零售商的利益，3 因为他们注重品牌，刺激消费者的利益和存储流量，通常会导致较高的单位销售。 。该季度的特殊优惠的长度(周)。较长的推广周期普遍欢迎，因为持续一至4 两天的优惠不给许多购房者一个足够大的窗口挤在购物之旅，并进行购买。 。规模过正规的批发价格在这些优惠的折扣。关闭正常价格折扣的大小是在确5 定任何特殊的推广成效的关键因素。涉及销售价格的或关闭提供只有,或155 ,的折扣优惠销售量更大的收益高于正常价格的结果,的特别优惠。提供，1020 也就是说，在制造商的特殊优惠对开定期批发价的,的折扣零售商可以算的15 上过正规的零售价的,相应的销售价格的形式传递到消费者的储蓄。关闭正15 常价格从价格敏感的购物者冲动购买的打折促销。 6. Advertising expenditures. Media advertising is used to inform the public of newly introduced models and styling and to tout the company’s brand. Even though retail dealers act as an important information source for customers and actively push the brands they carry, advertising on the part of camera makers strengthens brand awareness, helps pull buyers into retail stores carrying the advertiser’s brand, and informs people about the features and prices of their latest digital camera models. The competitive impact of advertising depends on the size of your company’s current-year advertising budget. A company's market aggressiveness in promoting its lineup of models and styles in a given geographic area is judged stronger when its annual advertising expenditures exceed the region average and is judged weaker the further its ad budget is below what rival companies are spending on average. Other competitive factors being equal, companies with above-average current-year advertising expenditures will outsell companies with below-average current advertising expenditures. 。广告支出。媒体广告是用来告知市民新推出的车型和造型，并吹嘘公司的品6 牌。即使零售经销商的行为，为客户的重要信息源和积极推动的品牌，他们携1 带，相机制造商的广告强化品牌意识，帮助拉成承载广告客户的品牌零售商店买 家，并通知有关的功能和价格的人其最新的数码相机型号。广告竞争的影响，取 决于贵公司目前一年的广告预算的规模。判断一个公司的模式和风格的阵容，在 一个特定的地理区域，其在促进市场侵略性强时，其每年的广告支出超过该地区 平均水平，并判断较弱的进一步其广告预算低于对手公司的平均消费。其他平等 的竞争因素，与当年的广告支出高于平均水平的公司的销量将超过公司平均低于 目前的广告支出。 7. Product selection, as measured by the number of models in each line of entry-level and multi-featured. Companies with an above-average number of cameras— models enhance their company’s competitiveness in the marketplace by giving camera buyers wider product selection and thus more opportunity to find a model well suited to their preferences. Companies with comparatively few models risk losing sales and market share to competitors offering greater selection, unless they offset their narrower selection with other appealing competitive attributes (a lower price, a higher P/Q rating, more advertising, longer special promotions, etc.). 8. The numbers of retailers carrying the company’s brand. A company’s sales and market share in a geographic market are heavily influenced by the number and type of retailers it can convince to stock its brand and display its models. In general, having more retailers selling the company’s brand is better than having fewer retailers because of the added display exposure and the added convenience to camera buyers of being able to buy a given brand at more locations. The number of retailers in a region desirous of carrying a company’s brand in an upcoming year is based on four factors: (1) the brand’s prior-year shares of both entry-level and multi-featured camera sales in that region, (2) the maker’s P/Q ratings for both entry-level cameras and multi-featured cameras, (3) a manufacturer’s cumulative spending on advertising relative to rivals in the geographic region (which reflects the extent to which consumers in the region recognize the manufacturer’s brand name), and (4) prior-year promotional activities on the manufacturer’s part relative to rivals in the region (number and length of quarterly promotions and size of promotional discounts), which helps retailers generate store/website traffic and added sales. Chain store retailers place higher importance on entry-level brand share than multi-featured brand share, while local camera shops do the opposite, weighing a brand’s multifeatured share more than highly than entry-level share. All retailers handling a company’s brand sell both its entry-level and multi-featured models. Camera makers can decide to sell and ship cameras to all retailers in a region who indicate a desire to stock their brand or, for whatever reason, opt to restrict their retailer network to a lesser number. 9. The length of the manufacturer’s warranty period. Camera buyers, of course, find longer warranties more appealing than shorter warranties. Other competitive factors being equal, a company with a longer warranty period will generate higher unit sales than a company with a shorter warranty period. 。产品选择，如型号相机的入门级和功能多的每一行的数量来衡量。公司与上7 述平均数的模型，提高他们的公司在市场上的竞争力，让相机更广泛的产品选择， 从而有更多的机会找到适合自己的喜好模型买家。公司用较少的车型，可能会失 去销售和市场份额的竞争对手提供更大的选择，除非他们抵消其较窄的选择与其 他吸引人的竞争属性(以较低的价格，更高的评级，更多的广告，不再特P / Q 别优惠，等等)。 。携带公司的品牌零售商的数目。一个公司的销售和在一个地域市场的市场份8 额，严重影响零售商的数量和类型，它可以说服该股的品牌，并显示其模型。在 一般情况下，有更多的零售商，销售公司的品牌，是因为增加显示曝光和更方便 的相机能够在更多的地方购买某一品牌的买家比少的零售商更好。携带公司的品 牌即将推出的每年区域渴望的零售商的数量是根据四个因素:()品牌的前11 一年的股份两个条目的水平，并在该地区的多功能的相机销售，()在制造商2 的的评分两个入门级相机和多功能的相机，()制造商的累计支出广告P / Q3 相对地理区域的对手(反映的程度，以它在该地区的消费者认识到制造商的品牌 名称)，()对制造商的一部分，在该地区的竞争对手(季度促销和打折促销4 规模的数量和长度)，这有助于零售商商店网站流量和新增销售相对前一年的/ 促销活动。连锁店的零售商将高于入门级的品牌份额的重要性，功能多的品牌占 有率，而当地的相机店做相反，称重品牌的的份额，超过高度比multifeatured 入门级的份额。处理公司的品牌，所有的零售商出售其入门级和功能多的机型。 相机制造商可以决定出售和运输在一个区域表示的愿望，该股的品牌，无论出于 何种原因，选择一个较小的数字，以限制他们的零售商网络摄像机，所有的零售 商。 。制造商的保修期的长短。相机的买家，当然，不再保证比短保证更有吸引力。9 其他平等的竞争因素，公司具有更长的保修期将产生一个较短的保修期内，公司 的上级单位销售。 10. The ease with which users of a company’s digital cameras can obtain responsive technical support when they encounter difficulties. It is not uncommon for digital camera users to have a hard time understanding certain aspects of their digital cameras and need technical support beyond what they can glean from user manuals accompanying the camera at purchase (some users cannot locate their manuals). Manufacturers assume the burden of providing technical support to camera users rather then retailers. Technical support is delivered at the manufacturer’s website in the form of online user manuals (with sometimes more detailed or clear explanations of how to resolve common problems), answers to FAQs, and responses to e-mail inquiries posed by camera users. The WDCF, while not expressly including technical support in its P/Q ratings, nonetheless has a section on its website that helps site visitors evaluate and compare the nature and availability of the technical support they can get from the various digital camera makers. Furthermore, a consumer’s satisfaction with having used a camera maker’s technical support services has a bearing on whether existing users will buy the same brand again should they upgrade or replace a previously-purchased digital camera. 。易于与公司的数码相机的用户可以得到响应的技术支持，在他们遇到困难10 时。数码相机的用户也很难理解他们的数码相机的某些方面，需要技术支持超出 了他们可以收集用户在购买相机的陪同手册(有些用户无法找到他们的手册)的 情况并不少见。制造商承担的相机用户而不是零售商提供技术支持的负担。制造 商的网站在在线用户手册(有时更详细的解释清楚，对如何解决共同问题)，常 见问题解答，并相机用户所带来的电子邮件查询的响应形式提供技术支持。 ，而没有明确的技术支持，包括在其评级，仍然有部分，有助于网WDCFP / Q 站的访问者进行评估和比较的性质和可用性的技术支持，他们可以从各种数码相 机制造商在其网站上。此外，消费者的满意度与使用的相机制造商的技术支持服 务，现有用户是否会再次购买同一品牌的，他们应该升级或替换以前购买的数码 相机有一个轴承。 11. Brand reputation among buyers and retailers. Whenever a company’s camera models become hotsellers and capture a sizable market share in either the entry-level or multi-featured segment in a given geographic region, that brand of camera gains momentum and earns a market standing in the segment/region which carries over into the following year. For instance, if a company secures a 35% market share in entry-level cameras in Year 6 in Latin America, its reputation among Latin American camera shoppers as a top-selling brand and market leader in the entry-level camera segment provides an edge in retaining or growing its 35% share of the entry-level camera segment in Latin America in Year 7. This brand name recognition and reputation effect is strongest for those companies that enjoy above-average market shares and thus are considered by both camera buyers and retailers to have relatively attractive products. As a consequence, low-share brands confront an uphill struggle in winning big chunks of sales and market share away from high share brands in a single year (but it is definitely feasible for a low-share company that improves the appeal and competitiveness of its camera lineup to nibble away at the business of large-share rivals, stealing away 1 or 2 points of market share, maybe more, in one year). Brand name reputation also comes into play from a retailer perspective. As a rule, retailers are inclined to remain loyal to the camera makers they have established relationships with and to continue stocking much the same line-up of brands—unless and until customer enthusiasm for certain brands wane and they have reason to drop slower-selling brands in favor of brands gaining in popularity. Thus, unless some camera-makers move to make their camera offerings to buyers significantly more appealing than those of rivals, the carryover impacts of brand reputation create some degree of market share stability within each geographic region. 。买家和零售商之间的品牌声誉。每当一个公司的相机模型成为和11hotsellers 无论是入门级或多功能的段给定的地理区域，该品牌相机的收益势头，并获得1 的段地区而市场的地位捕捉可观的市场份额进行过成次年。例如，如果一1/1 家公司固定在入门级相机在拉丁美洲年,的市场份额，其在拉美相机购物635 作为最畅销的品牌和市场的领导者，在入门级相机段的声誉提供了一个优势保留 或扩大其在拉丁美洲的入门级相机中年级段的,的市场份额。这些公司享735 受高于平均水平的市场份额，因此相机买家和零售商都认为比较有吸引力的产 品，这个品牌的知名度和美誉度的效果是最强的。因此，低份额的品牌面临一场 艰苦的斗争，在大块大块的销量和市场占有率，争取在一年中的高份额的品牌(但 绝对是低份额的公司，提高它的吸引力和竞争力的可行相机阵容蚕食了大份额的 竞争对手的业务，偷了或点，在一年的市场份额，也许更多)。品牌声誉，12 还从零售商的角度发挥。作为一项规则，零售商们倾向于忠于相机制造商，他们 已经建立了与关系，并继续放养多线同一品牌，除非和直到顾客对某些品牌的热 情减弱，他们有理由下降较慢畅销普及品牌青睐的品牌。因此，除非某些相机生 产商移动，使他们的相机产品买家的吸引力明显超过对手的，结转影响品牌声誉 每个地理区域内建立某种程度的市场份额稳定。 With these 11 competitive determinants of sales and market share in play in each camera segment in each geographic region, you and your co-managers have many options for crafting a strategy capable of producing good profits and return on investment and keeping your company in contention for global market leadership. For example, you can Employ a low-cost leadership strategy and pursue a competitive advantage keyed to having lower costs and selling your digital cameras at lower prices than rivals。 Employ a differentiation strategy that sets your company digital cameras apart from rival brands based on such attributes as a higher P/Q rating, more models/styles to select from, and such marketing attributes as more advertising, longer warranties, more promotions, better technical support for owners of your digital cameras, or a bigger network of retail outlets carrying the company brand。 Employ a more value for the money strategy (providing 4-star digital cameras at lower prices than other 4-star brands) where your competitive advantage is an ability to incorporate appealing attributes at a lower cost than rivals? Focus your strategic efforts on being the clear market leader in either entry-level cameras or multi-featured cameras。 Focus your company competitive efforts on gaining sales and market share in those geographic markets where your company already has high sales and deemphasize sales in those areas where your company has a comparably low market share or where profit margins are relatively low? Pursue essentially the same strategy worldwide or else have regional strategies tailored to match the differing competitive conditions and actions of rivals in North America, Europe-Africa, the Asia- Pacific, and Latin America? Focus your company抯 competitive efforts on those regional markets where sales are highest or most profitable and either deemphasize or withdraw from one or more geographic areas where market share is low and/or profit margins are small. GLO-BUS has no built-in bias that favors any one strategy over all the others. Most any well-conceived, well-executed competitive approach is capable of succeeding, provided it is not overpowered or foiled by the strategies and actions of your competitors. 相机在每个地理区域的每个部分发挥市场份额和销售这个有竞争力的决定因11 素，你和你的共同经理人有很多选择，制作一个能够产生良好的利润和投资回报 率和保持贵公司在争夺的战略全球市场的领导地位。例如，你可以 采用一种低成本领先战略和追求的竞争优势，锁定式设计，以降低成本，比竞争 对手更低的价格出售你的数码相机。 聘请设置贵公司的数码相机，除了较高的等级等属性的基础上从竞争对手P / Q 品牌的差异化战略，更多的型号款式选择，更多的广告，保证较长，更多的优/ 惠，更好的技术，营销属性支持您的数码相机，或更大的网络公司携品牌的零售 店的业主。 聘请一名货币策略(提供更低的价格比其他的四星级品牌的数码相机的四星级)， 您的竞争优势是一种能力纳入吸引人的属性，在较低的成本比竞争对手更多的价 值呢,无论是入门级相机或多功能的相机是明确的市场领导者，专注于你的战略 努力。 您的公司竞争力的努力集中在您的公司已经具有很高的销售和淡化在这些领域， 贵公司有一个相对较低的市场份额或利润率相对较低的销售地域市场上获得销 量和市场占有率,追求基本上是同样的策略，全球或者量身定制，以符合不同的 竞争条件和对手的行动，在北美，欧洲，非洲，亚太，拉丁美洲和区域战略,集 中你的公司的竞争力的努力，那些区域市场销售的最高或最有利可图的，要么淡 化或退出一个或多个地域，市场占有率低和或利润率是小的。的有/ GLO-BUS 没有内置的偏见，有利于任何超过所有其他的策略之一。最周密的，执行的任何 竞争力的做法是成功的能力，只要它不是你的竞争对手的战略和行动制服或挫 败。 How GLO-BUS Determines Each Company Unit Sales and Market Shares. Your company sales and market shares in each geographic region depend totally on how your company's competitive effort in that region (as measured by the combined impact of the decision entries you make for the above 11 competitive factors) stacks up against the combined competitive efforts of rivals. Thus, what drives the success or failure of any one company strategy in the marketplace is its competitive power vis-a-vis the strategies of the other companies in the industry. Sales and market share differences between companies are not governed by predetermined quantitative relationships programmed into the software or other mystery factors. There is no hidden winning strategy or competitive approach for you to discover sales volumes and market shares are based totally on the competitive appeal and attributes of your company digital camera offerings versus the appeal and attributes of rivals camera offerings. 总线如何确定每个公司的销量和市场份额。你公司的销售和每个地理GLO-BUS 区域的市场份额完全在您的公司在该地区竞争力的努力“的决定项您的上述11 竞争因素综合影响，计算堆栈起来反对的对手综合竞争力的努力。因此，在市场 的成功或失败的任何一个公司的战略是什么驱使它的竞争力面对面，在同行业中 其他公司的战略。公司之间的销售和市场份额的差异并不受预定编入软件或其他 神秘因素的定量关系。有没有隐藏的制胜战略或竞争力的做法，为您发现销量和 市场份额，完全是根据贵公司与竞争对手相机产品的吸引力和属性的数码相机产 品竞争力的感召力和属性。 So that you can understand the importance of what is being said here, consider the following question: How many more entry-level cameras can my company expect to sell in the Asian-Pacific market if we increase our advertising by $1 million annually? The correct answer to the question is not some predetermined value (say, 50,000 cameras) that has been programmed into GLO-BUS and that specifies if a company increases its advertising by $1 million annually then its sales of entry-level cameras will rise by x units. Rather, the correct answer to the question is “Well, it all depends.” Here’s why “it all depends” is the logical and realistic answer in a competitive marketplace. Suppose, all other things remaining equal, your company increases its advertising in the Asian-Pacific market by $1 million and your rivals change none of their prior year’s decisions; then, indeed, your company’s unit sales will rise by, say, x units (based on algorithms contained in the GLO-BUS software). But, if in the same year when your company increases advertising by $1 million several rivals decide to raise their advertising by $500,000 in the Asian-Pacific market (all other competitive factors remaining the same), then your company’s sales will rise by a lesser amount, say, y units. And, should several rivals elect to boost their adverting in the Asian-Pacific by $2 million, your company’s $1 million advertising increase would result in an even smaller sales gain say, z units (and your company’s sales could actually decline if most all rivals upped their advertising by $2 million). So, just how many extra units your company will sell as a result of increasing advertising by $1 million in the Asian-Pacific market “all depends” on the full range of competitive efforts of rivals—and this includes actions not only with respect to their advertising levels but also with respect to price, number of models, technical support, promotional activities, and so on. The “Well, it all depends” answer also applies to the impacts on unit sales and market share for all other moves you and your co-mangers might make—such as raising/lowering prices, lengthening/shortening warranties, adding/deleting models, or achieving a higher/lower P/Q rating. 所以，你可以了解正在这里说的重要性，考虑以下问题: 多少更多的入门级相机，我公司希望能在亚太市场上出售，如果我们每年增加 万美元的广告,的正确答案的问题并不是一些预定的值(说，万摄像头)，1005 已被编程到球蛋白总线和该规定如果公司增加了亿美元的广告，每年那么其-1 入门级相机的销售将上升由单位。相反，问题的正确答案是“好了，这一切都x 取决于”这是为什么“这一切都取决于”在竞争激烈的市场逻辑和现实的答案。 假设，所有其他的事情剩余平等，贵公司增加其广告在亚太市场的万美元和你1 的对手改变其前一年的决定没有那么，事实上，贵公司的单位销售将上升通过，; 说，单位(球蛋白软件中的算法计算)。但是，如果在同一年时，你的x-BUS 公司增加了亿美元的广告几个对手决定，以提高万元的亚太市场(所有其150 他保持不变竞争力的因素)的广告，那么贵公司的销售额将上升较小的金额，1 发言 中层任职表态发言幼儿园年会园长发言稿在政协会议上的发言在区委务虚会上的发言内部审计座谈会发言稿 权，单位。和，应几个对手选举以促进亚太万美元他们的广告，贵公司y2 的万美元的广告增长将导致更小的销售增益说，?单位(和贵公司的销售1001 额可能实际上下降，如果大多数所有对手调升其万美元)的广告。因此，200 贵公司有多少额外的单位将出售万美元增加广告而在亚太市场的“所有依100 赖”的，具有竞争力的努力全范围的对手，和包括动作不仅尊重，以自己的广告 的水平，而且价格方面，款式众多，技术支持，促销活动，等等。“嗯，这一 切都取决于”答案也适用于单位销量和市场占有率的影响，为您和您的合作经理 可能提高降低价格，延长缩短担保，添加删除模型等其他动作，或实现更高//// 更低的的评级。P / Q In GLO-BUS, the algorithms used to determine how many cameras each company sells in each geographic market are based on a company’s competitive effort relative to the industry-average effort in the geographic region, competitive factor by competitive factor. A company’s combined competitive effort (on all 11 measures described above) relative to the combined industry-average effort is the driver of a company’s unit sales and market share. And, just as in the real world, all 11 measures are far from equal in their impact. While knowing what weights GLO-BUS places on each of the 11 factors might seem helpful, such knowledge is not as helpful as you might expect. Here’s why. Price is clearly a very important competitive factor—the most important factor in the entry-level camera segment. But if every company has a wholesale selling price of $160 for its entry-level cameras in North America, price is rendered completely neutral (or powerless) in determining the sales and market share differences among the competing companies. All the sales and market share differences that result then become attributable to the differing competitive efforts among the other 10 competitive measures. So which factors turn out to be most important in accounting for unit sales and market share differences among rival camera-makers, in effect, turns on how each company’s competitive effort stacks up against the industry-average competitive effort, measure-by-measure, with big differences above/below the industry-average mattering as much (and usually more) than the relative weights GLO-BUS places on the 11 measures. Just as in the real world where there is no book of answers telling managers what is most important and what is less important, there are no answers here either—you will have to study the global camera market, try to match wits with rivals and anticipate their moves, and discover what works and what doesn’t in trying to out-compete them. Common sense suggests that such competitive factors like price, P/Q rating, and promotional discounts are quite likely to weigh in more heavily than competitive factors like tech support or number of models. You should anticipate that the weights GLO-BUS places on the competitive factors roughly approximate what might actually prevail in the real-world marketplace for digital cameras. Thinking Strategically: The Importance of Trying to Out-Maneuver Rivals. In striving for gains in unit sales and market share, you must be most concerned with what combination of price, P/Q rating, advertising, promotional activities, model count, warranties, and so forth it may take for your company to achieve the sales volume and market share that you have targeted, given the prices, P/Q ratings, advertising, model counts, warranties, and so on you believe that rivals, on average, will utilize in their own behalf to win the unit sales and market shares they are targeting. Just as you are trying to take sales and market share away from your rivals, rivals are striving to take sales and market share away from you. 总线，用来确定每个公司在每个地域市场销售的许多相机的算法是基GLO-BUS 于对公司的竞争力的努力，相对行业平均水平的竞争因素的地理区域，有竞争力 的因素努力。一个公司的综合竞争力的努力(在所有个以上所述的措施)相11 联合的行业平均水平的努力是一个公司的单位销量和市场占有率的驱动程序。 和，就像在现实世界中，所有个措施是远远等于在他们的影响。虽然知道什11 么重量球蛋白上的个因素，每个地方似乎有帮助，这些知识是不是有-BUS11 帮助，你可能期望。这里的原因。价格显然是一个非常重要的竞争因素在入门级 相机段最重要的因素。但是，如果每家公司都有的批发售价美元的入门级160 相机在北美，价格呈现完全中立的(或无力)中确定的销售和市场份额差异之间 的竞争 公司。所有的销售和市场份额的差异，导致成为归属等个竞争力的措施之间10 的不同竞争力的努力。因此，这因素转出占单位销售和对手相机的制造商之间的 市场份额差异的最重要的，实际上，变成如何每家公司的竞争力的努力栈对行业 平均竞争力的努力，措施，通过的措施了，高于低于行业平均的巨大/mattering 差异(通常更多)比的相对权重的项措施的地方。正如在现实世GLO-BUS11 界里没有 书 关于书的成语关于读书的排比句社区图书漂流公约怎么写关于读书的小报汉书pdf 告诉管理者什么是最重要的，哪些是不太重要的答案，有没有答案在 这里你将研究全球相机市场，尝试匹配与对手斗智斗勇，并预期他们的举动，并 发现什么工作，在尝试了竞争他们。常识表明，如价格，评级，打折促销P / Q 等竞争因素很可能更重的重量比竞争因素，如技术支持或模型。你应该预计球蛋 白重巴士地方竞争力的因素大致相若，实际上可能在现实世界的数码相机市场为 准。战略思维:试图出机动竞争对手的的重要性。在争取在单位的销售和市场份 额的收益，你必须是最关注什么样的价格组合，的评级，广告，促销活动，P / Q 计数模型，担保，等等，可能需要为贵公司实现销售你有针对性地给定的价格， 收视率，广告，模型计数，保证，等你相信对手，平均在以自己的名义将P / Q 利用赢得的单位销售和市场份额，销量和市场份额他们的目标。正如你想远离你 的对手，销量和市场占有率，竞争对手正在努力采取销售额和市场占有率，远离 你。 GLO-BUS involves a battle of strategies in a competitive marketplace, where the key to success is watching rivals' actions closely, anticipating their next moves, and then making competitive moves and decisions of your own that hold good prospect for delivering the intended results. As you will soon discover, GLO-BUS provides Competitive Intelligence Reports containing prior-period prices, P/Q ratings, advertising, and so forth for every company in your industry—you’ll be able to see exactly what rivals did to capture the sales and market shares they got. Armed with this information, you will be in pretty good position to figure out some of the things they are likely to do in the forthcoming decision period. Just as in sports where it is customary for every team to scout its next opponent thoroughly and develop a game plan to defeat them, so also in GLO-BUS you are called upon to scout the strategies of rivals, try to judge what new strategic actions and decisions they will make next, and then craft a competitive strategy of your own aimed at “defeating” their strategies and boosting your company’s overall performance. You have to stay on top of changing market and competitive conditions, try to avoid being outmaneuvered and put into a competitive bind by the actions of rival companies, and strive to ensure your two lines of cameras are priced and marketed in a manner that produces good company performance. In short, how well your company performs in the GLO-BUS exercise will depend on how competitive and appealing your cameras are to buyers relative to the camera offerings of rival companies. GLO-BUS is all about practicing and experiencing what it takes to develop winning strategies in a globally competitive marketplace. When the exercise is over, the only things separating the best-performing company from those with weaker performances will be the caliber of the decisions and strategies of each company’s management team. All that the GLO-BUS software does in processing the decisions of the companies is to referee the competitive contest and declare whose strategies and decisions produced the best outcomes. 的涉及战斗在竞争激烈的市场策略，成功的关键是看对手的行动，密GLO-BUS 切，期待他们的下一个动作，然后作出自己的竞争力的移动和保持良好的发展前 景，提供预期的结果，决定。正如你很快就会发现，总线提供了前期GLO-BUS 的价格，收视率，广告，等等，每一个公司在你的行业你能看到什么对P / Q - 手捕捉到的竞争情报报告他们得到了销售和市场份额。有了这些信息，你会是不 错的位置，找出一些的东西，他们很可能会在即将到来的决定期间。正如运动的 地方，它是为每一个团队的习惯，彻底侦察它的下一个对手，并制定比赛计划， 打败他们，所以也的呼吁侦察对手的战略，试图判断什么样的新的战GLO-BUS 略行动和决定将使下，然后制作一个自己的竞争策略，旨在“打败”自己的战略 和提高公司的整体性能。你必须要保持不断变化的市场和竞争条件上，尽量避免 被挫败对手公司的行动，投入有竞争力的绑定，并努力以确保你的两个摄像头的 线路价格和销售的方式，产生良好的公司的业绩。总之，贵公司如何行使球蛋白 的执行将取决于竞争力和吸引你的相机是相对竞争对手公司的摄像头产品-BUS 的买家。的是所有有关实践和遇到什么需要发展具有全球竞争力的 GLO-BUS 市场制胜战略。演习结束时，分离较弱的表演者只有表现最好的公司将是每个公 司的管理团队的决策和战略的才干。软件在处理公司的决定确实是裁GLO-BUS 判竞争的比赛，并宣布其战略和决策产生最好的结果。